A well-known car brand, a new brand in the mid-to-high-end car market, a core competitive brand created by SAIC Group for going international, "technology" has become the brand label of Roewe Auto.

"Roewe"'s brand core value of "taste technology • Know you and know what you do" expresses SAIC Passenger Car's determination and confidence to inherit the technology of international automobiles and create new classics of international brands with an international perspective and innovative concept. It will create a brand experience with unique taste, confidence, enterprising and connotation for consumers. The target customers of Roewe brand are consumers who are knowledgeable, well-educated, successful in career development, brave in innovation and breakthroughs, positive and pursuing taste. The brand slogan "MG" and "Character•Bloom" reflects the core brand value of "personality, temperament, creativity", and also reflects the spiritual characteristics shared between the brand and consumers. Personality is a natural expression of inner passion, a natural desire for uniqueness, and a long-lasting pursuit of self-worth realization. Temperament is reflected in the unremitting and forward-looking unique car manufacturing concept and the principle of passion to lead the trend. Creativity comes from extraordinary thinking, uncompromising mediocrity, and the courage and persistent pursuit of "self-worth".

Since its establishment, the company has formed five major vehicle model platforms, and dozens of products have been successfully launched on the market, covering a wide range of fields such as mid-to-high-end cars, Volkswagen popular vehicles, off-road vehicles, etc., establishing a good brand image, and forming a wide series of product line layout that is synchronized with the development trend of international automobile technology and covers various segments of the mainstream passenger car field. The products under the Roewe brand include: Roewe 950, Roewe 750, Roewe 550, Roewe 350 and Roewe W5; the products under the MG brand include: MG7, MG6, MG5 and MG3 and other series of models.

The naming and logo patterns of Roewe ROEWE fully reflect the classic and noble temperament, and the overall image is combined with Chinese and Western styles. The two standing oriental lions in the logo represent auspiciousness, majesty and solemnity in Chinese culture, and are also a symbol of kingship and courage in the West. The two lions guard Huabiao. Huabiao is a classic totem symbol in Chinese culture. It contains the majesty of the nation and has the meaning of far-sightedness and praying for the prosperity and harmony of the country. Below the pattern is a fusion of letters RW drawn by modern techniques, which is the abbreviation of the brand name.

The English name "Roewe" comes from the Spanish root Loewe (Lion), and combines a variety of meanings. The purpose of using "R" as the first is to convey the meaning of innovation and honor.

The Chinese name "Roewe" incorporates traditional Chinese elements, reflecting the spirit of self-improvement and profound cultural accumulation, and also conveys the classic and noble demeanor. Among them, "honor" means honor and honor; "thank you" means prestige, dignity and noble status.